Audi Super Bowl spot casts car headlights as vampire slayer

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2012 CES: Audi’s Super Head-Up Display

While the Mercedes-Benz DICE concept at the 2012 Consumer Electronics Show previews a super-futuristic cockpit that we found isn’t quite ready for the present, Audi showed off a similar system that seems much closer to reality. Sadly, the head-up display lacks a fancy acronym or portmanteau typical of the German automakers, but we were nonetheless impressed.



Atop the mocked-up dashboard sit three head-up projectors and a reflector screen (in a real car, the windshield serves as that screen). The driver’s display is not visible from the passenger side, and vice versa. A center display is shared and functions much like the infotainment screen in current Audis.

The driver’s display works a lot like the HUDs found in certain GM and BMW products, but with a twist. Instead of showing an image that appears about eight feet in front of the car as in current systems (and as in the other two on two views on this Audi’s demonstration), images are projected between 35 and 100 feet in front of the car. This means that navigation information such as direction arrows are overlaid directly onto the street. Or, like when we saw an arrow on passers-by in the Audi booth, information could end up overlaid on the car in front of you. Still, the large display and far-away focal distance are a big improvement compared to current HUD systems.

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